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'Challenged' or Not, Hermès is Engaged
By: Kaitlin T. Gallucci
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We recently saw Hermès receive a rating of “challenged” in L2’s “Digital IQ” report. Well, perhaps that will change in 2012. FMM just named Hermès' Paris Mon Ami one of the best luxury fashion brand blogs of 2011. The blog just launched in August of 2011 and introduced its latest campaign, “My Horse & I,” just days before the new year. As FMM’s Macala Wright writes, “For a luxury brand attempting to make the most of digital, I don’t think anyone gives Hermès enough credit.”
Wright points out that Hermès’ digital presence may not “carry the buzz factor that LVMH and Burberry do,” but it suits the brand; “Hermès is focused on the quality of their product and the experience of their customer, not the buzz of the Internet.”
The luxury blog’s customer-driven features include contests, videos, and a variety of opportunities for users to submit photos and content to become a part of the experience. In the “My Horse & I” campaign, users are encouraged to share photos with their favorite Hermès accessories and their “equestrian best friend — from rocking horses, to hobby-horses, and of course the real thing,” allowing followers of a variety of lifestyles (true equestrians or otherwise) to get involved.

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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